How “No” Led to Sizzling Success: The Cook’s Companion


Written by Bonnie Staring
Saturday, 01 September 2007

Hearing a big fat “no” was just what Nadine Hughes needed in order to discover how to launch her company anyway—and for a lot less money.
Nadine Hughes knew that when she and her family returned to Canada after living in Australia for five years, she didn’t want to continue her career in marketing, stuck behind a desk and working endless hours for someone else. “I wanted to be home for the kids, and for myself,” she admits. But Hughes struggled to determine what it was that she could do.

“It’s no big deal.”
At the time, she was reconnecting with old friends and meeting new neighbours by hosting fabulous parties that soon started earning her a reputation for being an exceptional hostess. “People were asking me who I used for catering and when I told them I did it myself, they’d be surprised,” says Hughes. “And I’d say ‘it’s no big deal’ instead of appreciating the value of that skill.”

Repeated compliments and requests for her “secret” got her thinking. Something that she was able to do naturally was a foreign concept to others. There was an entertaining epidemic that was affecting women (and men): many felt useless in the kitchen and even phobic when it came to preparing company-worthy meals or appetizers. Many, she discovered, felt that great food resulted from lengthy recipes that only trained chefs could master. And those who were able to produce desirable results spent so much time in the kitchen they never had a chance to visit properly with their guests.

The simmering of an idea.
That’s what triggered the idea for Hughes to create The Cook`s Companion: cooking and entertaining workshops. Not to be confused with standard cooking classes, her workshops focus on food preparation that’s quick, easy and delicious. She soon obtained estimates for renovating the family home (a 150-year-old barn) to include a large kitchen/classroom and approached her municipal office to obtain the permits necessary to operate the business.

“They turned me down flat,” says Hughes. “Even though I knew for a fact that some of my neighbours were running businesses out of their homes, the city told me that it was illegal to do so.” No permit meant no business—and the new entrepreneur felt ready to give up.
“I was so fixated on running my business out of my home that I didn’t see any other option,” says Hughes. All her plans stemmed from that crucial step and without it, she was lost.
What if?Then one of her friends made an outrageous suggestion: what if Hughes could use one of the local restaurants on the nights they were closed? Several of the upscale restaurants in her city closed on Sundays and Mondays, which meant a kitchen and “classroom” area—with tables and chairs no less—might be available to rent.
“Suddenly my need to spend thousands of dollars renovating my home disappeared,” says Hughes. After approaching two restaurants—both agreed. Her start-up costs went from over $20,000 to just under a grand for an initial fee for the spaces, food, classroom materials and flyers.

Holding classes within an established restaurant also gave her business an immediate legitimacy. “You can’t buy that,” says Hughes. She also benefitted from a captive audience, as most of her initial classes were attended by regular diners. Along with a rental fee, the restaurants receive exposure with each workshop, as well as mention promotional materials for The Cook’s Companion.

You can take it with you.
For Hughes, another huge benefit is being able to keep her business portable. “Summer means spending time at the cottage, and I can take The Cook`s Companion with me wherever I go,” she says with a laugh, as she plans on going for a swim once our interview is complete. This entrepreneur has expanded her roster to include workshops on BBQ basics and cottage entertaining—something she might not have come up with had she been based out of her home.

But don’t let her cost-effective beginnings fool you: this business has her working harder than any 9–5 job. “It’s taught me to be flexible...and creative,” admits Hughes. One method that has worked very well for her is bartering, as it forces her to place a value on her time and energy. “You have to make sure your time is well spent, whether networking, seeking ways to expand your business or generating word of mouth.”

All in all, it’s turned out to be a true recipe for success.